Social media advertising effectiveness is a fundamental issue that remains poorly examined in academic research. The aim of this research is to investigate differences regarding user reactions to advertisements on Facebook. An online survey of Facebook users was conducted to test the hypotheses. Originality, liking, credibility, and irritation have significant effects on consumers’ attitude toward the advertising, which in turn positively influences their purchase intention and recommendation of the brand. Moreover, Advertisements driving visitors to the brand’s Facebook page are less irritating, more original, credible, and liked than those driving them to the brand’s website. Managers could be guided by our results in deciding which features to place at brand posts to enhance their effectiveness. Other managerial and theoretical implications of the findings are identified and future research directions are suggested.

The expansion of ICTs (information and communication technologies) and the intensification of competition have induced firms to sell online. Insurance companies, for instance, have been urged to rely on such new technologies to be able to strengthen their presence on the market. This research used the technology acceptance model (TAM) and the theory of planned behavior (TPB) to study the factors that influence the e-insurance adoption. This study gathers data through a face-to-face administered survey involving insured persons. The hypotheses and the model were tested using AMOS co-variance-based structural equation modeling. The findings showed that perceived ease of use, subjective norms, perceived behavioral control, and attitude are the predominant predictors of the intention to buy insurance online. Those findings provide decision-makers in insurance companies with information useful in designing online offerings, creating a positive attitude towards e-insurance, and attracting customers. Request access from your librarian to read this article's full text.

The e-insurance adoption is an important issue that remains poorly investigated in academic research. E-insurance offer customers the possibility to obtain the most of insurance services at home, such as subscribing via the Internet to a contract of insurance, viewing and managing insurance contracts, and performing simulations. This study examined the influence of consumers' perceived benefits on their attitude toward e-insurance and its subsequent impact on behavioral intentions. The moderating effects of gender were also assessed. A survey was used for data collection. The proposed model was tested through the structural equation modeling SEM-PLS approach. Results showed that perceived hedonic and utilitarian benefits were significantly related to attitudes toward e-insurance, which was a prominent predictor of the behavioral intention to use e-insurance. This positive relationship was moderated by gender. The findings might provide insurance companies' decision-makers with information that could be useful in designing e-insurance systems and attracting customers to e-insurance.